Have you ever wondered why your competition’s Google ads rank higher than yours? Why they get more clicks, & why their conversation keeps hyping, despite thembeing less innovative & appealing than yours?
Google ads are one of the handiest resources of the digital age, if not the handiest. However, their functionality & profitability depend on a lot more than just a great idea.
A Google ads copy can be as creative as imagination can get & still flop, because its success relies heavily on creating an ad with high conversion.
What is a Google ads conversion?
If you’re a newbie on the Google ads spectrum, the first thing you need to know is that, according to Google’s support website, conversion is: “an action that’s counted when someone interacts with your ad, & then takes a subsequent action that’s valuable to your business.”
If you’re unfamiliar with Google ads, but are familiar with the fact that they’re pivotal for your business (as are ads in social media platforms,) then you’ve probably overheard a specialist say the word: engagement. That’s exactly what conversion is, but a step further.
When you put an ad out, its main goal is to get clicks, subscriptions, calls or placement. Engagement is known to be the act of getting impressions and/or clicks; conversation is the act of getting those clicks & impressions to turn into profit for your company; meaning the main goal of converting your Google ads, is to generate ROI (Return of Investment.)
“Marketing is telling the world you’re a rock star. Content marketing is showing the world you are one.” – Robert Rose, Digital Marketing Specialist & World Known Digital Marketing Speaker.
In order to write copies that give your competition a run for their money, as well as your business its expected profits, you may want to begin by following these 6 writing steps:
1.Be inviting & close, don’t oversell, just listen & help
Back in the olden days of traditional marketing, being posh & eloquent made an ad aspirational. Nonetheless, nowadays speaking directly to your audience, in their language, will get you & your Google ads there more effectively. Including the words you and your in your ads will make your potential customers feel like they’re part of the conversation, that what they desire will happen to them, that you’re here to help them through their challenges, & that you’re here to make their life simple, & to save their day.
Speaking to them as if you were looking them in the eye, while making it clear you understand their needs, wants & worries, will encourage them to click on your ad & convert. You just got to make sure your ad is being seen by a relevant audience, whose search is as close as possible to your offering’s keywords & phrases.
2.Make your product or service feel like a must, not just something they want
It is a proven fact that, when potential converters search the web, over 70% of them are looking to find several options of the same product or service, to compare prices, quality, comfortability & customer service, they’re not clicking on your Google ads to convert immediately. Therefore, creating a sense of necessity, that inspires them to do so, can up your sales by 27%. According to Digital Marketing Specialist, Robert Rose (quoted above,) triggering FOMO (fear of missing out) on users through ad descriptions can motivate them to shorten their search, & make a purchase then & there.
3.Give out numbers on your Google ads
Google’s search engine is most definitely a reliable marketing source; nevertheless, with millions of companies offering their services within’ your spectrum, writing a copy that converts your target audience might take more than using forms of voodoo, so another great trick your copy can carry up its sleeve, is seasoning tips 1 & 2 with numbers.
Potential customers demand reliance numbers, so compliment your ad with verifiable stats that show your offering’s effectiveness. However, be sure to write real numbers, don’t boost them even by a few, because rounding them ex: at 80%, instead of just saying 77.8%, to make your Google ads look better, may backfire into making you distrustful in the eyes of clients. Not to mention it can make up for great leverage if your competitors want to make your business’s online reputation look bad.
4.Create trial ads
In the digital world changes happen in the blink of an eye; therefore, in order to optimize your budget, make sure you do trial runs of your Google ads before releasing them on heavy rotation. This tip is simple & can save you a lot of money, because all you have to do is release the ad with a small budget, & then project the results it shows after its trial period is over. If conversion projections are lower than your company’s estimate, it’s a perfect time to make adjustments at a low cost.
5.Get positive reviews
Google ads are one of the most reliable tools of modern marketing; however, the more tools a company has, the more insightful potential customers become; specially in digital marketing where they (potential customers) know they play an active role.
Google ads stats to live by:
- 88% of potential clients look up online reviews of a business, service or product, before choosing to convert.
- 85% of them read up to 10 reviews before making a hiring or purchase choice.
6. Use emotions on your Google ads
Different to tip #2, the use of emotions encompasses much more than inflicting a sense of need or urgency; the use of emotions such as:
- Reassurance or assurance
- & achievement
Within your copy writing generate what Top Notch Influencer, CEO & Digital Marketing Expert, Neil Patel, calls harnessing; which stands for creating emotional attachment with your ads & their offerings. Emotional attachment is known to generate over 36% more engagement than the rationalization of Google ads.